United Kingdom Antartic Heritage Trust live brief 'Adopt a Penguin'

In today's lesson we got to meet two amazing members of the social media team from the UKAHT charity that helps protect a few UK owned Antarctic outposts and the penguins in said areas.

We were introduced to the charity and was presented with a brief to create a advertisement campaign for their "Adopt a Penguin" scheme where people can support the charity through purchasing a box that includes a Penguin plushie, a certificate of adoption and a few other accessories (e.g. post card).

We were told to create a advertisement to boost the sales of the adoption boxes to help them raise more funds for the charity. This brief included a PDF with all their logos, fonts, colour panels and images they own to help us make the advertisement identifiable and increasing familiarity with people on social media to their logo and theme.

Taking in consideration the brief we were told we can either team up or do it solo. I have decided to do it alone as I like working by myself more due to the fact I don't have to depend on another person and vice versa.

Brief breakdown:

We have a few choices for the direction of the campaign. We can either do a Christmas campaign, a World Penguin Day campaign, or just a general "everyday" campaign. We were told that the target audience for this is actually an older demographic, specifically people aged 40-70.

This is mostly because the adoption kit costs £75, so it requires someone with a bit more money, which gives us a challenge to make content for TikTok or Facebook that appeals to that older age group.

We were strictly told that we can only use the official footage and images provided by the charity or create our own assets like animations. We are not allowed to use any stock footage found online. The goal is to show their values of conservation and storytelling to get people to donate.

Taking in consideration the audience, I realised that even if the buyer is older, the person receiving the pack might not be. They are often buying it for grandchildren or adult children. This led to the idea of the "Gifter" persona. Instead of just selling a penguin, the campaign can be about solving the problem of what to buy for a grandchild or someone who just loves penguins.